If you haven’t, please consider the story below as an introduction to some of the ideas you will find inside.

The basic premise of the book is that -even though I tend to write about voice-overs- most of what I have to say applies to anyone who’s running, or thinking of running a freelance business.

But don’t believe me. I’m the author. You can make up your own mind.

So, if you’re in the mood for some summer reading, here’s a little taste test!

Let me preface this chapter by saying that I feel very lucky. In the past 30+ years I was able to develop a strong relationship with a number of clients. The longer we go back, the fewer words we have to waste on what each side is expecting from the other.

It’s almost like a marriage. And very much like a marriage, a lasting business relationship needs commitment from each partner. It can be love at first sight and it can also end in a divorce, due to unspoken expectations and unfulfilled desires.

When I just started out as a freelancer, one of my more cynical mentors warned me against romanticizing the relationship with my clients. His mantra:

“Business is business and the rest is bullish*t.”

Today, these words resonate even stronger. In these fast and furious times, online matchmaking is getting more and more popular. And nobody seems to take it slow anymore. Making small talk is so yesterday.

“I need your demo now. Are you available this afternoon?”

Before you know it, you’re off into some dark room talking to yourself, and when you’re done recording, you dump the files into a dropbox.

As one of my friends put it: “I almost feel used.”

Well, isn’t that the whole idea? We offer our services. We deliver our services. We move on. End of story.

Let’s be honest. Most times, both parties aren’t that interested in getting to know each other before the deal is sealed.

How well do you really know your clients? How well do they know you?

Does it even matter?

In most cases it doesn’t, as long as the job gets done. That’s why it is time to take off those rose-colored glasses and get rid of your great expectations.

Here’s my top ten of things most clients don’t seem to care about anymore:

1. YOU

All you are is a solution to a problem; a means to an end. It’s your job to ensure that the benefits of hiring you outweigh how much you charge. Your client doesn’t have to care about you. It’s your work that matters.

2. YOUR PERSPECTIVE

What you perceive to be the benefits of your service is not important. The question is: Do you understand the needs of your clients, and can you meet those needs?

Your take on a script (or any other freelance assignment) may be interesting, but it’s often irrelevant. You’re the stylist. The client determines how she wants her hair cut, unless you have permission to be creative.

3. YEARS OF EXPERIENCE

The fact that you’ve been at it for a certain number of years doesn’t automatically mean you’re the right person for the part. Over the years, some people have become very good at being very bad. They’re stuck in a rut.

Years of experience entitles you to nothing. In fact, it can make you look like you’re old school. The quality of your experience qualifies you. Not the length.

4. ACCOLADES & OTHER ACCOMPLISHMENTS

An impressive resume tells a client what you have done for others, usually years ago. All he really wants to know is: What can you do for ME, today?

If you can’t make that clear, why should he hire you?

Experience can also backfire.

One of my friends specializes in medical narrations. In order to impress a possible new client, he quoted a fine endorsement from a pharmaceutical company he’d been working for, for years. It was his way of saying: “See… I have a proven track record. I can easily handle your project.”

The other party was not impressed. The email he got back effectively said:

“Since you’ve established yourself as the voice of brand X, it would be unwise for us to hire you. People would automatically associate your sound with our main competitor.”

5. YOUR COST OF DOING BUSINESS

Never justify your fee by bringing up how much you have invested in your dream. That’s the price you pay for being and staying in business. After all, you don’t care about your client’s business expenses either, do you?

6. YOUR HIGH-END EQUIPMENT

Clients won’t hire you because you happen to own a Steinway. They hire you because they like the way you play, or because you offer the best value for money.

You might impress your colleagues with a brand new Neumann U87 studio microphone. My last client hadn’t even heard of the brand.

7. TECHNICAL CHALLENGES

It’s lame to blame technology for your lack of preparation. In voice-overs, home studios have become the norm. Even if you record in a stuffy bedroom closet (and call it a ‘professional studio’), you’re the head of IT, audio engineering and data transmission. If you can’t handle that, don’t expect any sympathy from the client. He’ll find someone who can.

8. PERSONAL PROBLEMS

Leave them at the door. Clients are clients; not friends or family. You’re hired to do a job, no matter how horrible you might feel about your dead cat or a recent break-up. Put your life on the back burner and focus on the project. Cry when the job is done.

9. YOUR FRAGILE EGO

You are hired to make your client look good, and not to boost your ego. If you’re in need of praise, visit an evangelical church.

10. YOUR SUBLIME UNIQUENESS

Sure, nobody talks like you or walks like you. That doesn’t make you irreplaceable. Even if you’ve worked with a client for years, don’t be surprised if they ask you to re-audition.

One of the joys of being an independent contractor is that there’s no long-term contract with severance pay, should things come to a premature end.

You’re on your own.

Never take anything for granted. Complacency will be your downfall. Be ready to prove yourself, over and over and over again.

“So, what do you hope to accomplish with that blog of yours,” asked one of my clients.

I had just finished a recording session, and somehow we started talking about my website.

“No offense,” said the client, “but these days, everybody has a blog. I try to read a few every once in a while to keep up with the business, and usually I’m sorry I did. Just because people are good at reading copy doesn’t mean they should write it. ‘Stick to what you know, and leave the rest to a pro.’ That’s what my father taught me.”

“I understand where you’re coming from,” I said, “but we can’t fault people for trying. They’ve heard that blogging is good for SEO. Every other colleague is doing it, so they jump on the bandwagon. The first few months they’ll write a few original posts, but when the newness wears off, it becomes a burden to find something to blog about. The five people who had been following the blog, disappear, and within three months, it goes belly up.”

“For how long have you been blogging?” my client wanted to know.

“I think I published my very first story about four years ago. As long as I can remember I’ve been jotting things down on a piece of paper. Notes to self, mostly. I had no idea other people would be interested in what I had to say. In fact, I’m still amazed I get some fifty to a hundred new subscribers a day.”

“So, back to my first question,” said the client. “I’m thinking of starting a company blog. That’s why I’m interested in what your goals are. Do you want to increase the number of visitors to your website? Are you trying to sell yourself? What are you aiming for?”

“First off, I have never written anything simply to increase web traffic. Any self-respecting writer sets out to write a good book, but never a bestseller. It’s true that my blog drives people to my website, but that’s just a pleasant side effect. The reason I write has to do with professionalism.

Call me idealistic, but I hope my stories will inspire people to raise the professional bar in freelancing, and in voice-overs. Secondly, I love to write. It’s a simple as that. As soon as it becomes a chore, I’ll hang up my hat.”

“So, you’re not selling yourself?” asked the client, as if he didn’t believe me.

“I don’t like that term,” I said. “There’s too much selling in social media, and people aren’t buying it. Those who are trying to sell something usually do so with themselves in mind: ‘Look what I did! See what I have to offer!’ It’s a big, boring ego trip.

I see myself more as a tour guide. You know, the guy with the silly hat, holding up an umbrella. As a blogger, it is my job to show people something they would otherwise overlook; something unexpected. At times I also want to give them something to think about.”

“That’s very noble of you,” said the client, “but with so much information available online, do you think that’s necessary? Do we really need another blog?”

“I believe it is a matter of perspective and style, I replied. “Great bloggers talk about things people can relate to. They’re not in the business of breaking news. It’s their point of view that makes them interesting, and the way they package it. The best blogs read like a conversation. Not like a sales pitch.”

The client was scribbling some notes on the back of a script as I continued:

“I agree, a lot of information is already available online, but also a lot of misinformation. I often use my blog to separate the facts from the advertorial. I don’t claim to be objective, but I do my research. My readers know that I’m not on the payroll of some corporate sponsor, and they seem to respect me for that. I always tell them: My voice is for hire, but my opinion is not for sale. I guess that’s why most of them trust me.”

The client interrupted: “The service I am offering is very much geared toward start-ups. Many of them are trying to reinvent the wheel. What’s the main thing you run into, when you write a blog for beginners?”

“Let me correct you there,” I said. “My blog isn’t only for beginners, but I do have a lot of newbies among my regular readers. I hate to generalize, but many of them tend to have a Q and A problem.”

“What do you mean by that?” asked my client.

“Questions and Assumptions,” I answered. “They make too many assumptions, and they don’t ask enough questions. As a blogger, I like taking their assumptions apart, and I address questions I know people want to ask. Blogging is not about what I want to tell, but about what readers want to know. I use that same approach with my customers. What I want to sell is irrelevant. It’s about what they want to buy.”

“Now, tell me this,” said the client. “Voice-overs is a niche market, right? How come you have over 27 thousand subscribers, and some of your colleagues only have a few hundred?”

“Well, you have to remember that I’ve been at it for a while,” I said. “That certainly helps. For one, I’m proud that I never bribed people to subscribe to my blog. Some blogging gurus will tell you to give stuff away for free in exchange for an email address. I always wonder: are these subscribers interested in the blog or in the freebie? And what happens once you give them your gift? Will they move on to the next free thing?

I sincerely think that colleagues with only a few hundred subscribers make one big mistake: they only write for the in-crowd. They preach to the choir. Had I only written about and for voice-overs in these past four years, I would have run out of material a long time ago. We’re a small, ruminating community. We tend to talk and write about the same things over and over again. It gets predictable.

For a blog to grow, you need to step out of your protective bubble, and find new readers and fresh content in areas that are related to your expertise, but that are different. I used the same strategy for my book Making Money In Your PJs. It’s not just a book for voice actors. It’s about freelancing in general.

Many of the examples in my book are taken from the world of voice-overs, but the advice I give applies to many solopreneurs. We all want to negotiate good rates, and we want to know how to market and grow our business. Once you start writing about these topics, your potential readership will skyrocket.”

“Interesting,” said the client. Do you happen to have a copy of your book with you?”

“As a matter of fact, I do,” I said. “Would you like me to sign it for you?”

As I was signing the book, the client looked at me with a twinkle in his eyes.

“Boy, you’re subtle,” he said.

“What do you mean?” I replied, giving him my most innocent look.

“You said you were not selling anything to me, but look what you just did. I’m going to subscribe to your blog, and I’m buying your book!”

Today, I’m excited to introduce one of the winners. Her name is Perdita Lawton from the UK. She’s been a professional (voice) actor since June 2006. The photo she sent me immediately stood out, and I had to know the story behind the picture. Perdita:

“The picture was taken on my first scuba diving holiday in Malta. One of the dives was near the set of the 1980’s film Popeye starring Robin Williams. It was taken during a surface interval (to allow residual nitrogen to be absorbed). I thought it was a perfect setting, and time to read your book while taking a picture.”

When and how did you know that you wanted to become a (voice) actor? Who inspired you?

“I guess it was in training at drama school that I realised it was an equal option to theatre, television and film acting. My tutors often told me my vocal work was very strong, and a tutor and mentor Pal Aron (a professional actor) told me to get a demo done as it’s another string to an actors bow. Pal was an inspiration as well as the late Daws Butler, Nancy Cartwright, and Michael Winslow (Larvelle Jones in Police Academy). As a child I watched that series in awe of Michael’s talent!”

A lot of VO artists have a radio background. What’s yours? What kind of training did you have?

“My radio background was limited. I did a few weeks of work experience when I was 15 at a hospital radio station, and then a local radio station respectively. I really loved radio work but focused more on stage acting as I’d got the bug. I went to University where I studied English and Drama, and then I went to drama school. Vocal training involved accent, and general voice classes where you focus on breathing, pitch, tone, resonance, and projection for the stage.”

Do you have a niche, and if so, how would you describe it?

“I think a niche of mine is definitely character and animation voices, I especially enjoy doing eccentric and comedic characters. My range gets wider the more I practice and it seems to be scoring jobs in that market.”

What came first for you: voice acting or on-camera/stage acting?

“Professional stage and screen acting came first, then voice acting came due to circumstances. My late father invested money in some amazing equipment for me so I could set up my own studio in the house, while caring for him as I couldn’t commit to work away from home.”

Do you think on-camera/stage actors have a tendency to underestimate voice-over work? If so, why do you think that is?

“I think most drama schools teach vocal work, so for a lot of actors, the training is already there, and they appreciate how hard it is to convey a message and character just through the medium of voice without a physical form. They do however underestimate us being a ‘one man band’ as described in your book. They certainly underestimate the cost, marketing, business skills and technical knowledge required for a professional home set up (without paying a professional).”

How do you land jobs in this very competitive industry?

“I started getting jobs on a Pay-to-Play site. This got me a body of work built up which lead to an agent, and now I’ve got returning clients as well as new ones from the Pay-to-Play site. I’m also recently scoring some big auditions from my agent.”

What project or projects are you most proud of and why?

“I’m actually very proud of what I did Tuesday. It’s the biggest step on the ladder so far. It’s an award-winning Polish animation that’s being dubbed into English, and I’ve voiced the lead female role along with a few smaller roles.

I spent the day with a great audio engineer directing me, and we had great fun doing so, the ‘Auntie Hen’ character I play is hilarious as are the storylines. Animation voice acting is similar to pantomime. You have to go as large as possible, and I really like that.”

What has been your greatest obstacle/challenge in your career, and how did you overcome it?

“My greatest obstacle was getting work initially. It’s the catch 22, that I’m sure many have experienced. Without experience you aren’t offered work which prevents you from getting experience. I overcame it by getting local experience voicing newspapers, and magazines for the blind. I also make my own clips when I have time, and post them on SoundCloud, social media and my website. It allows me to be creative, whilst keeping my tools sharp, and lets people see I’m active. The dating.com girls are probably my creative highlight.”

How do you approach your auditions, and how do you deal with not being selected?

“I approach auditions making sure I’ve done everything in my control to get the job: I’ve warmed up, stayed away from dairy products, and done my research on the production/company/writer or whatever may be useful to know. Failing to prepare is preparing to fail. I also never take rejection personally. What is for you will not pass by you, and just because you weren’t right for one voice over job doesn’t mean you won’t be right for another. The world is subjective, and it would be a boring place if we all liked the same thing!”

Tell me about your ambition. What would you really love to do, professionally speaking, and how are you working toward that goal?

“My voice acting ambition is to be England’s answer to Nancy Cartwright. I’m working towards that by getting my cartoon video seen by as many people as possible. It’s already attracted clients as well as making people laugh which is awesome.”

And lastly, back to Making Money In Your PJs. What has been your biggest take-away? Why should colleagues read it?

“There are several take-aways. It was so good, I re-read it to answer these questions to the best of my ability!

My primary light switch moment was about asking for a testimonial at the same time as agreeing to the job. I’ve been chasing after testimonials for ages with no joy. As soon as I’d read that chapter I had a job come through, and I put it in my terms of agreement, and they were happy to oblige.

Also customizing each and every demo, and not playing safe with demos too, knowing my worth and value, how to chase clients that haven’t paid and asking for a raise. I may get the Freelance Creed printed to keep in my studio.

Colleagues should read this because it’s seasoned advice from a professional, mixed with an amazingly positive attitude, and with tips that really work!”

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